QIC challenges the traditional consumerist mind-set, and wanted the Grand Central brand to represent their new vision of putting people at the core of everything they do. eskimo identified values that reflect the aspirations of its community — Real, Free, Beautiful and Heroic — and from this designed an identity with the concept of ‘Old Meets New’.

‘Old Meets New’ stemmed from the local community roots that has a balance of heritage and modernity which underpinned all of our B2B communications.